#FINDMEONMARS

Title#FINDMEONMARS
BrandVISA INTERNATIONAL (THAILAND) LTD.
Product / ServiceVISA
CategoryA03. Online: Fiction
EntrantBBDO BANGKOK, THAILAND
Idea Creation BBDO BANGKOK, THAILAND

Credits

Name Company Position
Suthisak Sucharittanonta BBDO Bangkok Chairman & Chief Creative Officer
Anuwat Nitipanont BBDO Bangkok Deputy Chief Creative Officer
Phacharanath Jamornchureekun BBDO Bangkok Creative Director
Thanan srisukh BBDO Bangkok Senior Art Director
Kanchat chotewattanakul BBDO Bangkok Creative Group Head

The Campaign

Visa presents #FindMeOnMars, story of a depressed first jobber ‘Joe’ who feels that life is meaningless and no longer has an intention to live in this world. He volunteers to begin his new life on Mars through the “One Way Trip to Mars” project but accidentally get stopped in Taiwan as his flight to USA was cancelled. Joe then gets to explore and learn that there are a lot of interesting people out there and beautiful things about this world he hasn’t yet experienced which leads to his own self-discovery. Joe travels to find himself appreciating his own Mars in front of him. The film conveys the message that Mars is not that one place to seek oneself. By getting out of the comfort zone to see differences in this world can make life more meaningful. The film ends with the line “Everyone has their own Mars, go find it”

Creative Execution

The issue is introduced in the beginning and start to resolve throughout his journey. The different people he meets during the trip and their conversation is the key element that triggers doubts and shifts his perception about the world he is about to leave. The surrounding that is contrast with the world he is familiar with is another key factor that brings out his self-discovery and the meaning of living.

#FindMeOnMars increased Visa brand preference among millennial travelers by 18% that came from impacts on social media with over 4 million views, and the hashtag #FindMeOnMars was used 18,000 times in the first 12 hours right after the film launched, and became No.1 trend on Twitter. Beyond that, #FindMeOnMars has helped spread awareness on mental health issues which is a crisis among Thai millennials.

This is a branded entertainment in a form of short film that not only lets viewers to enjoy the dimensional storyline, but also leads thinking about how traveling help find the meaning of life for majority of millennials who are lost which causes depression. The story telling is taking traveling to the next level using Mars as a hook, but twists at the end that just traveling to a new place is more than enough to give inspiration to lives. Music and lyrics are intentionally design to integrate with the film to deepen the feeling of viewers with the storyline.

To reinforce Visa’s positioning as the best card for travel and to drive cross-border transactions among Thai Millenninals. We capture the heart and inspire millennial travelers to pack their bags by creating emotional connection where travel comes into play and Visa serves the role as an enabler for that meaningful journey. Visa has taken the meaning of ‘travel’ to a whole new level by channeling into the tension of today’s millennials – ‘DEPRESSION’. Travelling is an exploration for new experiences, self-discovery and self-expression. We know that It is one way to overcome depression as it opens everyone up to situations that require them to pay attention to what’s happening around them, get their brain to think in different ways and solve problems that they wouldn’t necessarily face in everyday life. It also opens them up to encountering new friends and sees the world in new perspectives.

Links

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